Marketing, advertising & media intelligence

Sarah Robb O'Hagan, the president of Gatorade North America and global chief marketing officer, sports nutrition, PepsiCo, is one of the country's most successful marketers and she's heading back to New Zealand to speak at a half-day forum jointly presented by the CAANZ Marcomms Leadership Group and the Marketing Association on 5 April at the Crowne Plaza in Auckland. So to celebrate we thought we'd send her a few generic questions.

1) The best ideas I've had are: Also the riskiest!2) The best ideas others have had are: Beauty in simplicity.3) If I had more budget I would: Put more into brand experiences.4) The toughest challenge for 2011 is: The economic impact of the global tragedies that have taken place.5) My dream assignment is: One that connects my two homes of the United States and New Zealand.6) The most exciting aspect of marketing today is: How quickly consumers evolve.7) If I was willfully unemployed I would: Finish writing my book, and pick up and drop off my kids every day.8) My favorite campaign is: GATORADE HAS EVOLVED!

Robb O'Hagan will be providing the keynote address for 'The New Rules of Brand Engagement—Driving Awareness and Sales through PR and Experiential Marketing” (the NZMA and the MLG recently carried out some research to find out how important these areas now were in the domestic marketing mix and predicted a rise in spend).

She will be using the Gatorade business turnaround as a case study and she'll be covering the following:

Setting the context—what Gatorade is, how its marketing approach used to work, and how the brand found itself in need of a transformation to move into the future.

How Gatorade reinvented itself from a Sports Drink with a “one way dialogue” approach to consumer engagement to a sports performance innovation company where their “knowledge” as a brand has created many experiential platforms for consumers that have led to deep engagement and business results.

Case Study #1: Replay—bringing every day consumers into the world of the Pro Athlete

Case Study #2: Everything to Prove—content programme developed with the NFL to bring young athlete consumers the real, behind the scenes story of aspiring NFL rookies making it to the big leagues.

How they measure return on investment: Overview of MissionControl—Gatorade’s “world first” digital command center for monitoring consumer engagement and evolving its programmes in real time to connect more effectively with its core target

Where to from here? Why they are so committed to experiential marketing for the future.

In addition to O'Hagan's keynote, Helen Graney, managing director, Jack Morton Australia, Sydney, will talk about 'Measurement and Achieving Effectiveness (ROI) for Clients'; Steve Kane, creative director – experiential, DDB NZ, will speak about 'Bringing Brands to Life with Experiential Marketing'; Steve Bayliss, marketing consultant and former general manager of marketing of Air New Zealand, will talk about 'Bringing Theatre to Business - the Future of Experiential Marketing; and James Hurman - Planning Director, Colenso BBDO will speak about 'How to Successfully Integrate a Campaign'.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

The Commercial Communications Council has released the finalists for the upcoming Axis Awards and it’s set to be Colenso BBDO’s night for the second year running as it makes the list 80 times. The agency is followed by DDB Group’s 53 mentions, Ogilvy & Mather’s 41, Clemenger BBDO Wellington’s 37 and FCB’s 33. We check out some of the work set to score on the night.

Yeah, it's just ok for me. It will definitely have it's fans (and maybe that's all it has to do), but it's no different to say Farmers or Spark - a somewhat sweet story that doesn't tread new turf and ...

I was never paid for the lists I wrote and that were published on Listverse. So not this commenter but Listverse is breaking all of the golden rules above. Listverse is 1. abusing its contributors by not paying them; 2. ...

Gold Sponsors

Silver Sponsors

Why we like it: Super Rugby is typically a fast-paced game, but to promote the season Sugar & Partners have slowed down the action to ensure audiences don't miss a thing. Despite the change of pace, the excited fans jumping around, motocross rider and confetti ensure the campaign continues to build on the hype generated in previous campaigns. The music by local artist Kings also helps to provide energy—did you spot him in the crowd?

Who's it for:The New Zealand Olympic Committee by Saatchi & Saatchi

Why we like it: Competing on a global stage is no easy feat, and that's before cold temperatures, wind and snow are added. This campaign takes New Zealanders behind the scenes of the Winter Olympics to see what it takes get there and hopefully win a medal. In this particular video, featuring Janina Kuzma, the choice to not add music and leave the wind as the only sound emphasises the harsh conditions she trains in and her dedication to the sport.

Who's it for: Kiwibank by Hello

Why we like it: Kiwibank is bidding farewell to student giveaways and acknowledging the demographic is not only motivated by freebies. Instead, this campaign, featuring Shortland Street's Jayden Daniels, ties into the brand's wider campaigns about investing in a locally owned bank. And if that message alone isn't enough to make students sit up and listen, the inclusion of Daniels taking his shirt off is sure to generate some attention.